“Our mission is to improve women's lives through smarter technology.”

“Women are at the center of everything we do.
Armed with genuine female insight and world-class design expertise, we work to transform the way women think and feel about themselves.”

Designing at Elvie…

When I joined Elvie, I was the sole designer on the team, with plans to expand the team following the series-B funding. As the company grew, additional designers were brought on board to support the increasing design needs and to work across different products.

Having come from my previous startup environment at Touch Surgery, I was accustomed to the fast-paced and adaptive work style required during periods of rapid growth and innovation. Quick yet careful decision-making and efficiency were crucial, but it was also important to avoid decisions that were purely reactive or based on assumptions. I was consistently focused on bringing ideas and solutions back to the user, always considering the ‘whys’ behind creating new features or designs.

My role at Elvie was broad and required versatility. I was responsible for designing and advancing both the Elvie Trainer and Elvie Pump apps. In a short period, I also supported the design workload for the elvie.com website, as well as created assets for print materials and web imagery. My focus was on improving the user experience, enhancing product functionality, and refining how designs were implemented, developed, and presented.

Key responsibilities included maintaining app and web flows, app screens, and design files and components to ensure consistency, accessibility, and quality across all areas of design.

Driving Design Strategy for Elvie’s Digital Products

• Managing and Organising Design Projects: I took the lead in transitioning design projects from tools like Sketch and Zeplin to Figma, which enhanced collaboration as the design team grew.

• Improving Onboarding for the Elvie Trainer and Pump Apps: I enhanced the onboarding experience in both apps by providing clearer instructions and adding animated illustrations to guide users through setting up their devices.

• Eliminating Confusion on Pump Controls Screen: I redesigned the Elvie Pump app’s controls screen, clarifying the ‘Stimulation’ and ‘Expression’ modes that users previously found confusing. The improvements enhanced usability and functionality, leaving users more confident in operating their Elvie Pump.

• Creating and Maintaining Design Systems for Two Apps: For the Elvie Trainer and Elvie Pump apps, I maintained and developed comprehensive design systems for Android and iOS, including component documentation and feature organisation.

• Ensuring Visibility on Design Features and Bug Requests: Managed design-related feedback and bug requests from developers, ensuring that all design needs were addressed promptly.

• Advocating for Accessibility: Served as the voice for accessibility, emphasising its critical importance in digital products and services. For example, upon joining the company, I highlighted that the colours and text used across the app and website did not meet the Web Content Accessibility Guidelines (WCAG).

• Identifying Areas for Improvement: Actively looked for opportunities for design enhancements by reviewing app flows, analysing customer reviews on the app store, and collaborating with data scientists and developers to gain a clear understanding of key data and insights.

As a Senior Product Designer at Elvie, I led the UX/UI redesign of the Pump Controls and Home screens, solving key usability challenges that impacted new and experienced pump users.

This project was about supporting users across two critical moments:

1. Getting started confidently

2. Staying in control once they’d begun

I improved clarity in pump modes, streamlined navigation, and enhanced onboarding, delivering a smoother, more accessible experience - especially for first time mothers.

Impact & Key Results

📈 30% Faster Setup – Users completed setup more quickly, with fewer errors.

💪 Confidence increased from 51% to 94% - Users reported feeling significantly more confident adjusting pump settings.

🚀  25% Fewer Steps – The new tabbed layout on the controls screen UI streamlined navigation, making interactions smoother and more intuitive.

📉 62% Reduction in Support Enquiries – Customer support received significantly fewer enquiries related to pump mode confusion, demonstrating improved design clarity.

Challenge

Users faced cognitive overload with cluttered pump controls, unclear mode indicators, and inefficient navigation, making adjustments difficult.

New users also struggled with setup, while the outdated UI lacked educational content at key moments.

Solution

A streamlined, cleaner interface, making pump controls more intuitive, reducing errors, and aligning with Elvie’s evolving product ecosystem.

My Role: Senior Product Designer
Team Composition: UX Researchers, Product Owners, Data Scientists, Engineers, QA
Timeline: September 2020 - January 2021

🚀 Impact at Scale

✅ Launched within Elvie’s Pump App, improving usability for thousands of mothers.

✅ Strengthened Elvie’s brand positioning as an innovative, user-centric healthcare solution.

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See the full case study for a deep dive into research insights, design decisions, testing, implementation details… and more!

Optimising Navigation to Improve Engagement – Elvie Website Redesign

Redesigning Elvie’s website navigation for better mobile usability, accessibility, and user engagement.

As a Product Designer at Elvie, I led the UX/UI redesign of the ecommerce navigation to improve product discoverability, user engagement, and conversion (especially for mobile shoppers). The new design supported the launch of new products and followed accessibility best practices to deliver a smoother, more accessible shopping experience.

Impact & Key results

📈 35% Increase in Product Page Interaction – Users explored more products across the site.

📉 20% Decrease in Mobile Bounce Rate – Mobile users stayed engaged for longer.

💸 15% Uplift in Conversions – Improved navigation helped more users complete purchases.

🧠 WCAG-Compliant Navigation – Enhanced contrast improved accessibility and readability on mobile.

Challenge

The existing navigation was cluttered, hard to use on mobile, and failed to scale with new product lines (Catch, Curve, Stride).

Fine text on dark backgrounds caused accessibility issues, and product names alone confused users unfamiliar with the range.

Solution

• Restructured the site’s information architecture to accommodate new products.

• Redesigned the mobile first navigation, prioritising accessibility, clarity, and scalability.

• Proposed adding product imagery to support unfamiliar users (later deprioritised due to technical constraints).

• Focused on quick wins like colour contrast to deliver impact early and iterated toward bigger changes.

My Role: Product Designer
Team Composition: Service Designer, Product Owner, Developers, Marketing
Timeline: Jan 2021 – March 2021

🚀 Impact

✅ Improved discoverability and conversion for thousands of daily mobile users.
✅ Enabled Elvie to scale its e commerce experience alongside new product launches.
✅ Set the foundation for future iterations informed by research and analytics.

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See the full case study for a deep dive into research insights, design decisions, testing, implementation details… and more!